« Brainstorming Doesn't Work | Main | The Week In Music Publishing 6.1.12 »


Feed You can follow this conversation by subscribing to the comment feed for this post.

David Dufresne

Great reporting !

Clyde Smith

Thanks, man!


windish agency is the booking agent

publicty is biz3

source : feb issue of Billboard mag

Mex. DF is as big as if not bigger than NYC. so that is an important S.American Market
I beleive none of these dj speak spanish so a little strategy to take advantage makes sense. If they have "fake" fans who cares. At the end of the day if people are showing up and they are geting $$$. thats all that matters $$$.

Neil Harris

Hi there - My name is Neil Harris, and I can lend some insight from personal experience. I manage Cut Copy and Dragonette, two electronic-leaning artists.

Mexico City is the most popular city on both band's social media (soundcloud as well as facebook). We don't game either band's social media, and iwe were scratching our heads as to why Mexico City was so strong, as neither sell many records there.

Dragonette haven't been there, but are headlining a 1500 seater there this summer, and Cut Copy have been there 4 times, with their last headline show drawing almost 7000 paying fans (which is about equal to their last NYC show).

So I doubt on the surface that most of the numbers Mixmag refers to are bullshit - they just really like the music down there, and there's a shedload of people in that town.

Yannick, the GeneralEclectic

Are these fake F*c*book fans real people with real names taking a small amount of money or another sort of compensation for befriending a profile of a popular act or are they fakes? If it's the latter, then why does F*c*book not just go ahead and delete them like any independent user registering under a surreal / artificial / stage name?

Is this a case of payola or a case of vote for me and I'll buy you a meal or both?

Simon Daly

Interesting article. On the line "It also states that a "more in depth feature" is coming soon"... there is a more in depth feature in the hard copy magazine than there is on the web site (the cover features Above & Beyond).

Jonathan Hart

Excision and the other artists can put this debate to rest by posting a screenshot of their Facebook Insights page, which shows the overall distribution of "fans" by geographic location.


They have started deleting them... http://www.bbc.co.uk/news/technology-19741484

jeffrey B

Hey Neil! hope all is well. I as a promoter as well can confirm that in mexico, if its electronic music, they have 18x the fans of anywhere else in the world. true story. for any subgenre.


are you effing serious? mexico city is on top of all the music buzz and influence.. for some reason they have the best taste in music and always know shit before anyone else.. mexico city has always been my top facebook fans, and they're so fake that i've actually developed business and personal relationships with them, traveled there several times for vacation and to play shows for this loyal audience, been asked for autographs in the streets. it was because of their strong music influence, that led me to explore different and now popular styles of music. this is an embarrassing article.

ben murk

I am an underground DJ from Florida and recently purchased advertising slot for my page. This is the advertising slot that you see in the right of Facebook, and occasionally in the news feed. My add targets fans of techno, deep house, Richie Hawtin, Seth Troxer, Maya Jane Coles, Minus, Paco Osuna and other similar artists as my music. I purchased advertising in Miami, Orlando (my current city), Ibiza, Munich, Detroit, Denver, San Francisco, California, and Mexico City (Mexico City). So far, Mexicans in Mexico city have been the most responsive to my ad, although it has been shown in all these other cities. It seems Mexicans are more open to advertising of electronic music artists, and are more open minded to discovering new ones. I only spent $15 in an ad, and all but one of 20 new likes that I have 'paid' for are from Mexico City. Remember, fans are not being 'paid for' and they are not receiving money for liking my page. This is purely their decision after seeing a brief ad for it that depicts my genre of music and the fact that I have a new record out on Beatport. I imagine larger Dj's with a higher marketing budget are getting an equally higher response from users in Mexico City - this just means Mexicans like to discover new music and artists and are not close minded and stubborn as their American counterparts which are clearly desensitized to advertising and only pay attention to ads that are completely ridiculous, have naked women on them, or other non-sense. (just watch superbowl ads)

Clyde Smith

So why didn't Excision just say he had a lot of Mexican fans?

In fact, he said Facebook got the most popular city wrong and so he denied having those fans!

Here's another problem: there can be a lot of fans in Mexico City and there can also be a bunch of fake like coming from Mexico City.

Neither disproves the other.

If there are a lot of real fans there, then buying fake Facebook likes might also be a tactic to reach that Mexico City fanbase.

Mixmag followed their earlier article with this

Personally I no longer care.

No one has real evidence.

Everybody's speculating.

The widespread use of fake fans is pretty obvious in the industry.

Were they in this case? We'll never really know at this point.

So, no disrespect to Mexico City's fans or their love of EDM but this is kind of a wack discussion.

the menace

i really don't think they have the best taste in music if they like Skrillex, Guetta, etc.

Cjames Pope

EDM DJs will most certainly use face book's promotion option that puts an FB ad on the sidebar of every page. The "likes" garnered from these promotions are no different than the fake "likes" garnered from "click mills". The DJs and the promoters could be promoting their artists in good faith and still have what appears to be fake likes. The fault lies with FB, not with the DJs. Thanks for the article.


Also pages like Metallica, or the fuc*ing Justin B. show That city as the most popular, pages like pokemon and The legend of zelda share the city as the most popular. Maybe these pages actually have a fuc*ing lot of fans in The Federal District, a lot of fan-peoples there, maybe.

Clyde Smith

Given this post is over a year and a half old, lots of things have changed between now and then.

The comments to this entry are closed.


Musician & Music Industry Resources